Chapter 9 Principles of Business Marketing Communications
Published: November 2011
Component type: chapter
Published in: Business Marketing: The Theory and Practice of B2B
Parent DOI: 10.23912/978-1-906884-54-3-2069
The main aim of this chapter, and the next, is to develop an understanding of the principles and characteristics of marketing communications. From an exploration of its role and tasks, the chapter considers some of the strategic issues and explores mar- keting communications strategy from a business audience perspective. A framework for the development of marketing communication plans follows. B2B branding and integrated marketing communications are explored before examin- ing marketing channel-based communications. If channels are to operate successfully and inter-firm relationships are to be developed for the benefit of all channel members, then sound trade channel communications are crucial. The chapter concludes with an examination of relationship-based marketing communication, and in particular, the nature, role and dynamics associated with client/agency based relationships.
- Chris Fill (Author)
- Scot McKee (Author)
For the source title:
- Chris Fill (Author)
- Scot McKee (Author)
Fill & McKee, 2011
Fill, C. & McKee, S. (2011) "Chapter 9 Principles of Business Marketing Communications" In: Fill, C. & McKee, S. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-906884-54-3-1744
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